When bringing human-centered approaches into the innovation process, teams can often feel unsure how to best meld the two practices together. Teams often fall into two common pitfalls:
- Overemphasizing human needs and losing sight of the business and marketing content.
- Bringing human needs into existing processes too late.
To avoid these pitfalls, setting a vision for your innovation team and establishing a flexible process must take place to ensure human-centered design principles are shaping strategy. Next time you’re exploring your innovation pipeline, reflect on:
- Have I truly empathized with my consumer?
- What need is this idea solving for?
- How are consumers articulating this need?
- How does this idea fit with the business objectives of my organization?
- Is this a capability the team already has, or do you need to build it?
- Does this fit with the brand vision and existing equity?
- What will it take to make this a success?
What are the launch strategies and investment required?
Are there competitors already in the space that we need to differentiate from?
Are consumers willing to pay to solve this need?
By ensuring your processes are bringing the human perspective to the forefront, while balancing business and marketing insights, you’ll be able to effectively balance a multitude of stakeholders from executives to your customers.